Partnering up with an ambassador gives a brand a certain visibility it would not have obtained otherwise. Indeed, if a bicycle clothing company partners with a cycling athlete, it will benefit from an audience directly linked to the sport. In fact, if this athlete wears clothes from this brand, it is probably because they provide the comfort he is looking for. The company therefore takes advantage of the visibility as well as the notoriety of this athlete in order to build their image.
A great example of a brand ambassador program is Martin Matte with Maxi. This well-known comedian has no direct connection with the grocery store, but allows the brand to reach a large audience. By teaming up with the comedian, Maxi solidifies its positioning, thanks to the perception that people have of Martin Matte. He is very popular in Quebec, so he will encourage people to buy. And let’s face it, it works!